AEROPLAN CANADA INC.

AEROPLAN CANADA INC.

May 29, 2008 05:30 ET

Aeroplan to Launch Exclusive Branded Content Magazine, Aeroplan Arrival

    MONTREAL, May 29  - Aeroplan, Canada's premier loyalty
marketing company, today announced it will be launching Aeroplan Arrival, an
exclusive branded content magazine that encompasses travel, lifestyle, culture
and popular Aeroplan reward merchandise. Aeroplan partnered with Redwood
Custom Communications, one of North America's leading custom publishers, to
develop the magazine that will debut in mid-August with the fall 2008 issue.
    "This is the latest in a series of initiatives we have developed to add
value to our expanding loyalty program and to satisfy a unique and growing
membership and partner base," said Sylvie Bourget, Vice President, Marketing,
Aeroplan. "We identified the need for a quality publication that truly
reflects our members: urbane travellers who continually seek more - not only
out of their travel experience, but more out of life."
    Aeroplan Arrival is a magazine about ideas and attainable lifestyle
rewards. It will feature work by top Canadian and international writers,
photographers and illustrators. In keeping with members' top interests, travel
content will be a focus. Insightful and informed articles will report on the
next hot travel locales, as well as the more popular local and global
destinations. Readers will also find profiles of leading-edge figures in art
and design, and interesting displays of Aeroplan reward merchandise.Highlights of the Fall 2008 issue of Aeroplan Arrival include:

      - A cover feature on the renaissance of Buenos Aires, captured by
        award-winning photographer Rob Fiocca and Montreal writer Simona
        Rabinovitch
      - A travelogue through Canada's premier wine-and-food regions by
        restaurant critic and food writer Chris Johns
      - A Q&A with Pritzker Architecture Prize winner Tadao Ando
      - A discussion with sharp-tongued, Michelin-starred celebrity chef
        Gordon Ramsey, illustrated by New Yorker artist Andy Friedman
      - A witty compendium of the "best" international cities for the curious
        traveller of every style and taste
      - An essay by Globe and Mail style columnist Karen von Hahn discussing
        how form and function work hand in hand in the design of the best
        contemporary productsThe magazine was designed to not only raise awareness of Aeroplan's
expanding loyalty program, but it will also serve as a key marketing tool for
Aeroplan's current and future program partners. The magazine will include a
robust advertising initiative for both partner and non-partner alike, and will
represent an unparalleled opportunity for the Canadian advertising community,
with direct and targeted access to 500,000 of Aeroplan's high-value members.
Aeroplan Arrival will be distributed in French and English three times a year
and will be available online at www.aeroplan.com in 2009.
    "This partnership is an exceptional opportunity to apply our unique
approach to branded publishing," said Joseph Barbieri, Redwood VP Marketing
and Business Development. "Aeroplan Arrival is more than a magazine - the
content will not only inform, entertain and inspire, but it will help Aeroplan
achieve a deeper and more meaningful level of engagement with members. With
our extensive heritage and experience in the North America loyalty program
sector, it is indeed a privilege to include Aeroplan in our family of clients
and to have been selected as a key partner to help drive the evolution and
extension of the Aeroplan brand."

    About Aeroplan

    Aeroplan Limited Partnership, a wholly-owned subsidiary of Aeroplan
Income Fund, is dedicated to developing and executing programs designed to
engage the loyalty of its prestigious membership. Aeroplan's millions of
members earn Aeroplan Miles with its growing network of over 70 world-class
partners, representing more than 150 brands in the financial, retail, and
travel sectors.
    In 2007 alone, approximately 2 million rewards were issued to members -
an average of 5,500 per day, or one reward every 16 seconds. Over 1.5 million
round-trip flights were issued in 2007. Members can redeem miles for
Aeroplan's industry-leading ClassicFlight Rewards, ClassicPlus Flight Rewards,
and global Star Alliance Flight Rewards, which offer travel to approximately
965 destinations worldwide. More than 400,000 non-flight rewards were issued
in 2007. Members have access to 600 exciting specialty, merchandise, and
experiential rewards, as well as hotel and car rental rewards. For more
information about Aeroplan, please visit www.aeroplan.com.

    About Redwood Custom Communications

    Redwood creates branded communications programs using the power of
editorial to build meaningful customer relationships and to drive our clients'
ROI. Redwood has offices in Toronto, New York, London and Tokyo. Redwood's
North American clients include Procter & Gamble, Canadian Automobile
Association, Expo Design Center, LendingTree.com, Sears, Sobeys, The Principal
Financial Group, The Cliffs Communities, Rexall, Mazda International and more.

    For more information about Redwood, please visit
www.redwoodcc.com/portfolio.



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